Road Porn

Bennetts

Task

To reposition the brand through communications at every touch point for Bennetts, the UK’s largest insurer of motorbikes, in a bid to halt a gradual decline in sales volume and a shift in consumer behaviour towards comparison sites.

Our brand strategy was simple – let’s show bikers that Bennetts really understand them and their needs rather than just telling them that Bennetts are the biker specialists.

Insight

Bikers love to talk about the perfect challenging roads they’ve successfully taken on or heard about in the UK and across Europe.

Solution

We delivered roads as a form of biker porn, with tabloid-style salacious headlines to support the proposition.

The campaign featured switchbacks through the Swiss Alps, trails in Oregon forests and the scooter drivers’ dream of the barrios of Barcelona. Emails to customers and prospects invited bikers to join us on fabled UK bike runs, such as the A422 from Stratford to Banbury.

The creative concept and tone of voice was perfect for the demographics and profile of our core target audience. We delivered a brand that bikers wanted to associate themselves with, and provided compelling reasons to visit the Bennetts web site directly to find out more about the roads and their locations.

Results

Overall sales volume rose by an astonishing 30% in the year, with direct sales growth outstripping growth through comparison sites for the first time in recent years.